Greetings Nonprofit Professionals,
Welcome to our first report that looks at the content marketing practices of nonprofit professionals in North America.
We are pleased to report that 92% of the nonprofit professionals we surveyed are using content marketing. Sixty-nine percent have someone who oversees content marketing strategy and 65% are producing more content than they were one year ago. These nonprofit professionals use an average of four social media platforms to distribute content, with 91% using Facebook.
On the flip side, only 26% of our r espondents rate themselves as effective at content marketing, and only 25% have a document ed content strategy to guide their efforts.
The numbers in the charts here reflect the findings from the overall sample of 1,714 respondents (see page 22). In the accompanying callouts, we have provided additional information on some of the key differences we noted between the most and least effective professionals* and by organization size.**
For example:
52% of those with a documented content strategy rate themselves highly in terms of effectiveness, compared with 14% of those without a documented strategy
86% of the most effective nonprofit marketers have someone in place who oversees content marketing strategy, compared with 46% of their least effective peers
The lack of content marketing knowledge and training is a bigger challenge for nonprofit professionals than it is for marketers at business-to-business (B2B) and business-to-consumer (B2C) companies—sectors the Content Marketing Institute has been studying for several years
now. As knowledge grows among nonprofit professionals, we expect their confidence in content marketing to grow as well. We look forward to reporting back to you on the trends we uncover over the years to come.
On with the content marketing revolution!
Facebook for Nonprofits: Marketing Beyond the Like501 Tech NYC
Slides from 501 Tech NYC meetup on November 13, 2013 presented by Kaiya Waidell (client partner at Facebook) and Amy Bryant (managing editor of Planned Parenthood Online).
Nonprofits of all sizes have leveraged Facebook to increase awareness and drive actions, like advocacy and fundraising. Facebook and Planned Parenthood offered insights on what types of campaigns have worked well, reviewed some case studies and shared how to cultivate long-term engagement—beyond the like.
Join our Facebook group at: https://www.facebook.com/groups/165880058617
For three years we’ve looked at B2B content marketing trends, and this year, we are excited to bring you these compelling B2C findings.
According to our research, both B2B and B2C marketers are still struggling with the effectiveness of their content marketing. So while we are happy that more marketers are engaging in content marketing to attract and retain customers, we also realize we have a ways to go.
A Keynote delivered for the Comms Rewired conference organized by The Scottish Council for Voluntary Organisations (SCVO) - the membership organisation for Scotland’s charities, voluntary organisations and social enterprises.
Integrating digital channels in not-for-profit marketing: best practices and trends.
Covering examples of the latest best practices in digital marketing for charities
Overview: The State of B2C Content Marketing IN NORTH AMERICA
Greetings Consumer Marketers,
In many ways, it’s a good year for B2C content marketers. Adoption rates of content marketing are on the rise and confidence has grown:
90% of B2C marketers are using content marketing, compared with 86% last year.
34% of B2C marketers consider themselves effective at content marketing—up from 32% last year.
B2C marketers have rated many tactics higher in effectiveness this year; in-person events and eNewsletters top the list of effective tactics.
B2C marketers are using all social platforms more often, with LinkedIn use registering the biggest jump (from 51% to 71%).
This confidence in content marketing also shows in terms of investment: 60% of B2C marketers plan to increase the amount they allocate to content marketing. Perhaps surprisingly, the least effective B2C marketers plan to increase their content marketing budgets more than the most effective ones (69% vs. 55%): another indication that marketers believe in the principles of content marketing, even if they have not quite figured out how to best execute.
Read on to discover not only how the B2C content marketing landscape has changed over the last year, but also to learn what the most effective B2C marketers are doing differently than their peers.
On with the content marketing revolution!
Facebook for Nonprofits: Marketing Beyond the Like501 Tech NYC
Slides from 501 Tech NYC meetup on November 13, 2013 presented by Kaiya Waidell (client partner at Facebook) and Amy Bryant (managing editor of Planned Parenthood Online).
Nonprofits of all sizes have leveraged Facebook to increase awareness and drive actions, like advocacy and fundraising. Facebook and Planned Parenthood offered insights on what types of campaigns have worked well, reviewed some case studies and shared how to cultivate long-term engagement—beyond the like.
Join our Facebook group at: https://www.facebook.com/groups/165880058617
For three years we’ve looked at B2B content marketing trends, and this year, we are excited to bring you these compelling B2C findings.
According to our research, both B2B and B2C marketers are still struggling with the effectiveness of their content marketing. So while we are happy that more marketers are engaging in content marketing to attract and retain customers, we also realize we have a ways to go.
A Keynote delivered for the Comms Rewired conference organized by The Scottish Council for Voluntary Organisations (SCVO) - the membership organisation for Scotland’s charities, voluntary organisations and social enterprises.
Integrating digital channels in not-for-profit marketing: best practices and trends.
Covering examples of the latest best practices in digital marketing for charities
Overview: The State of B2C Content Marketing IN NORTH AMERICA
Greetings Consumer Marketers,
In many ways, it’s a good year for B2C content marketers. Adoption rates of content marketing are on the rise and confidence has grown:
90% of B2C marketers are using content marketing, compared with 86% last year.
34% of B2C marketers consider themselves effective at content marketing—up from 32% last year.
B2C marketers have rated many tactics higher in effectiveness this year; in-person events and eNewsletters top the list of effective tactics.
B2C marketers are using all social platforms more often, with LinkedIn use registering the biggest jump (from 51% to 71%).
This confidence in content marketing also shows in terms of investment: 60% of B2C marketers plan to increase the amount they allocate to content marketing. Perhaps surprisingly, the least effective B2C marketers plan to increase their content marketing budgets more than the most effective ones (69% vs. 55%): another indication that marketers believe in the principles of content marketing, even if they have not quite figured out how to best execute.
Read on to discover not only how the B2C content marketing landscape has changed over the last year, but also to learn what the most effective B2C marketers are doing differently than their peers.
On with the content marketing revolution!
There’s one question on every marketer’s mind: “How do I connect?”
We’ve all been seeking connection since the pandemic struck. Stuck at home, working from kitchen tables and converted closets, marketers have been fighting to create and maintain connections with their audiences.
Despite all the upheaval, content remains a tried-and-true way to generate demand. After all, it’s content-driven experiences that build those precious connections, no matter what’s going on in the world outside.
Connection is more important than ever. And as you’ll find out in this report, successful marketers are beginning to make it easier for prospects to purchase at any stage of the buyer’s journey — messages are shifting from why to buy to how to buy.
This has been another tough year. One negative headline after another has drained audiences’ emotional reserves. They need an escape. Marketing content can offer that empathetic, emotionally stirring olive branch they’re searching for.
As you read on, you’ll discover that blogs, podcasts, and videos are the content types that are most effective at the early stages of the buyer’s journey, where brands are fighting to establish customer awareness and audience interest.
The reason is simple: These content types foster connection. They tell a story, they evoke emotion, and they present a face that the audience can relate to. And the strength of the connections that these content types create helps carry buyers through the rest of their journey on a wave of engagement and investment.
In conclusion: Connection lies in content. The last Content Marketing for Demand Generation survey report (2020) talked about creating desire and holding attention. This year, we talk about making it easier for customers to purchase across all stages of the buyer’s journey.
By providing audiences with earnest and engaging content, you can build lasting connections in 2022 and beyond that drive demand to new heights.
Welcome to the Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three technology marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). Some of the biggest things they do differently than their peers:
◾ Document their content marketing strategy
◾ Do an excellent/very good job demonstrating the ROI of their content marketing initiatives
◾ Prioritize their audience’s informational needs over their organization’s sales message
◾ Differentiate their content from the competition
◾ Nurture subscribers/audiences/leads
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all technology respondents forecast investment in this area followed by investment in events (69%), paid media (65%), and owned-media assets (63%).
And, yes, challenges remain. The top challenges are:
◾ Creating content that appeals to multi-level roles within the target audience
◾ Accessing subject matter experts to create content
◾ Internal communication among teams/silos
These internal challenges point to a greater need for technology marketers to formalize content operations within their organizations.
Welcome to the Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that, due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three enterprise marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). A few of the biggest things they do are to differentiate their content and use content collaboration/calendaring/workflow tools.
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all enterprise respondents forecast investment in this area followed by investment in events (62%), paid media (59%), and owned-media assets (55%).
And, yes, challenges remain. The top challenge, which is the same as it was two years ago, is internal communication between teams/silos (57%). It indicates a pressing need to formalize content operations in enterprises that have not yet done so.
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that the pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
Welcome to Content Marketing Institute’s first Video & Visual Storytelling Survey. In this report, you’ll learn how content marketers are using videos, how they’re getting them produced, where they’re seeing results, and more.
Are you using video strategically? Are you paying as much attention to your video distribution plan as you are to video creation? Are you measuring results to see what works? All are important to overall video marketing success. Here’s to yours!
Welcome to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. What a year it has been.
This edition of our report looks back on the last 12 months and includes expectations for 2022. Throughout, you will see quotes from the many rich, qualitative responses we received to the question, “What did the pandemic change most about your organization’s content marketing strategy/approach?” In all, 75% of respondents took the time to answer this question and we are ever so grateful. What amazing insights it yielded!
The key theme that emerged was this: The pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
The research also confirmed what many of us already knew: Content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done – and many come through more creative and stronger than before.
Congratulations, content marketers, for a job well done in the most difficult of times. Our entire team salutes you!
By day, you’re in the office, cooking up content. By night, you’re in the kitchen, preparing a satisfying meal. But what if we combined the two?
Developing a content marketing strategy is like creating a dinner menu. You start with the basic ingredients and build upon them. You perfect your technique, exercising balance while adding a dash of flavor. And don’t forget, presentation is key. You must distribute and plate your meal beautifully.
So, what are people making and how are they making it? We asked the Content Marketing Institute team to share their favorite content-inspired dishes. Whether you are a first-time cook or a seasoned chef, these recipes will give you new perspective on processes, measurement and ROI, technology, and more. They are definitely ones you want in your repertoire.
We’ve put together the ultimate cookbook for content marketers, filled with tasty (and mildly entertaining) recipes. We hope you enjoy it. Bon appétit!
The 2021 Content Management & Strategy survey gives a snapshot of how marketers use tech to help create, manage, deliver, and scale enterprise content and marketing.
Welcome to our annual Technology Content Marketing Benchmarks, Budgets, and Trends report, based on our latest annual content marketing survey conducted in July 2020.
The study showed that technology marketers, in the throes of adjusting to business changes presented by a global pandemic, put more emphasis on using content marketing to generate demand and leads than they had the previous year. They also were looking more closely at conversion and marketing qualified lead (MQL) metrics to track the performance of their content.
These insights suggest that tech marketers were increasingly called upon to use content marketing for demand and lead generation. It makes sense, then, that their use of virtual events (83%) increased by nine percentage points over the previous year, as virtual relationship-building and selling took a front seat. In addition, livestreaming video finally took off (one-third of all tech respondents—and 53% of those working in large companies—reported using it).
It’s too soon to tell if these will be lasting shifts. Priorities are likely to change again as restrictions caused by the pandemic ease up. We look forward to exploring these topics in our next round of annual content marketing research.
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
Welcome to our annual B2C Content Marketing Benchmarks, Budgets, and Trends report. Here we present the results from B2C marketers who replied to our 11th Annual Content Marketing Survey. The events of 2020 have certainly reshaped how organizations conduct their marketing. At the time of this survey, content marketers were still reeling from the events that took place during the first half of 2020. As we usher in 2021, we are still facing constant change and uncertainty.
Many B2C marketers reported adjusting quickly when the pandemic hit; perhaps their companies were doubling down on digital, heavily engaging in virtual events, or trying to keep on top of rapidly changing analytics resulting from more people being at home and online. All these scenarios created the need for new content, formats, and strategies.
As we move into 2021 in a world where most gatherings are still limited, direct-to-consumer will continue to drive B2C. Successful B2C marketers will focus on creating content experiences and building relationships in the digital world.
What makes CMWorld special? The people. Our speakers, attendees, and sponsors are smart, witty, and fun to be around. Networking is something we all are wanting right now, and CMWorld Bingo gives you a way to have those conversations that make CMWorld great.
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
Virtual conferences and events provide new opportunities for you
to showcase your product or service, meet 1:1 with your current
and potential customers, and listen to the needs of the industry. With such a large investment of time, money, and human resources, it’s no surprise that management expects great returns on each event that your company sponsors.
On behalf of the Content Marketing Institute team, we’re all here to help you. We’re ready for exciting experiences, great ROI for sponsors, and new ways for customers to advance the practice of content marketing because of partner relationships built at our events.
Welcome to Technology Content Marketing 2020: Benchmarks, Budgets, and Trends. This report is based on the findings from our 10th annual content marketing survey. Technology marketers continue to make progress with content marketing. Approximately one-third rate their organization’s overall content marketing as extremely or very successful, and 76% report they are much more or somewhat more successful compared with one year ago. What makes them successful? When we look at the top performers, we see they treat content marketing as a strategic business function, craft content thoughtfully, experiment with distribution, and measure their results. They use content marketing not only to create brand awareness and generate leads, but also to build loyalty and subscribed audiences.
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey.
Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences.
As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
- Emerging social platforms like Vero True Social and WeGather Online
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
There’s one question on every marketer’s mind: “How do I connect?”
We’ve all been seeking connection since the pandemic struck. Stuck at home, working from kitchen tables and converted closets, marketers have been fighting to create and maintain connections with their audiences.
Despite all the upheaval, content remains a tried-and-true way to generate demand. After all, it’s content-driven experiences that build those precious connections, no matter what’s going on in the world outside.
Connection is more important than ever. And as you’ll find out in this report, successful marketers are beginning to make it easier for prospects to purchase at any stage of the buyer’s journey — messages are shifting from why to buy to how to buy.
This has been another tough year. One negative headline after another has drained audiences’ emotional reserves. They need an escape. Marketing content can offer that empathetic, emotionally stirring olive branch they’re searching for.
As you read on, you’ll discover that blogs, podcasts, and videos are the content types that are most effective at the early stages of the buyer’s journey, where brands are fighting to establish customer awareness and audience interest.
The reason is simple: These content types foster connection. They tell a story, they evoke emotion, and they present a face that the audience can relate to. And the strength of the connections that these content types create helps carry buyers through the rest of their journey on a wave of engagement and investment.
In conclusion: Connection lies in content. The last Content Marketing for Demand Generation survey report (2020) talked about creating desire and holding attention. This year, we talk about making it easier for customers to purchase across all stages of the buyer’s journey.
By providing audiences with earnest and engaging content, you can build lasting connections in 2022 and beyond that drive demand to new heights.
Welcome to the Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three technology marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). Some of the biggest things they do differently than their peers:
◾ Document their content marketing strategy
◾ Do an excellent/very good job demonstrating the ROI of their content marketing initiatives
◾ Prioritize their audience’s informational needs over their organization’s sales message
◾ Differentiate their content from the competition
◾ Nurture subscribers/audiences/leads
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all technology respondents forecast investment in this area followed by investment in events (69%), paid media (65%), and owned-media assets (63%).
And, yes, challenges remain. The top challenges are:
◾ Creating content that appeals to multi-level roles within the target audience
◾ Accessing subject matter experts to create content
◾ Internal communication among teams/silos
These internal challenges point to a greater need for technology marketers to formalize content operations within their organizations.
Welcome to the Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that, due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three enterprise marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). A few of the biggest things they do are to differentiate their content and use content collaboration/calendaring/workflow tools.
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all enterprise respondents forecast investment in this area followed by investment in events (62%), paid media (59%), and owned-media assets (55%).
And, yes, challenges remain. The top challenge, which is the same as it was two years ago, is internal communication between teams/silos (57%). It indicates a pressing need to formalize content operations in enterprises that have not yet done so.
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that the pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
Welcome to Content Marketing Institute’s first Video & Visual Storytelling Survey. In this report, you’ll learn how content marketers are using videos, how they’re getting them produced, where they’re seeing results, and more.
Are you using video strategically? Are you paying as much attention to your video distribution plan as you are to video creation? Are you measuring results to see what works? All are important to overall video marketing success. Here’s to yours!
Welcome to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. What a year it has been.
This edition of our report looks back on the last 12 months and includes expectations for 2022. Throughout, you will see quotes from the many rich, qualitative responses we received to the question, “What did the pandemic change most about your organization’s content marketing strategy/approach?” In all, 75% of respondents took the time to answer this question and we are ever so grateful. What amazing insights it yielded!
The key theme that emerged was this: The pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
The research also confirmed what many of us already knew: Content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done – and many come through more creative and stronger than before.
Congratulations, content marketers, for a job well done in the most difficult of times. Our entire team salutes you!
By day, you’re in the office, cooking up content. By night, you’re in the kitchen, preparing a satisfying meal. But what if we combined the two?
Developing a content marketing strategy is like creating a dinner menu. You start with the basic ingredients and build upon them. You perfect your technique, exercising balance while adding a dash of flavor. And don’t forget, presentation is key. You must distribute and plate your meal beautifully.
So, what are people making and how are they making it? We asked the Content Marketing Institute team to share their favorite content-inspired dishes. Whether you are a first-time cook or a seasoned chef, these recipes will give you new perspective on processes, measurement and ROI, technology, and more. They are definitely ones you want in your repertoire.
We’ve put together the ultimate cookbook for content marketers, filled with tasty (and mildly entertaining) recipes. We hope you enjoy it. Bon appétit!
The 2021 Content Management & Strategy survey gives a snapshot of how marketers use tech to help create, manage, deliver, and scale enterprise content and marketing.
Welcome to our annual Technology Content Marketing Benchmarks, Budgets, and Trends report, based on our latest annual content marketing survey conducted in July 2020.
The study showed that technology marketers, in the throes of adjusting to business changes presented by a global pandemic, put more emphasis on using content marketing to generate demand and leads than they had the previous year. They also were looking more closely at conversion and marketing qualified lead (MQL) metrics to track the performance of their content.
These insights suggest that tech marketers were increasingly called upon to use content marketing for demand and lead generation. It makes sense, then, that their use of virtual events (83%) increased by nine percentage points over the previous year, as virtual relationship-building and selling took a front seat. In addition, livestreaming video finally took off (one-third of all tech respondents—and 53% of those working in large companies—reported using it).
It’s too soon to tell if these will be lasting shifts. Priorities are likely to change again as restrictions caused by the pandemic ease up. We look forward to exploring these topics in our next round of annual content marketing research.
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
Welcome to our annual B2C Content Marketing Benchmarks, Budgets, and Trends report. Here we present the results from B2C marketers who replied to our 11th Annual Content Marketing Survey. The events of 2020 have certainly reshaped how organizations conduct their marketing. At the time of this survey, content marketers were still reeling from the events that took place during the first half of 2020. As we usher in 2021, we are still facing constant change and uncertainty.
Many B2C marketers reported adjusting quickly when the pandemic hit; perhaps their companies were doubling down on digital, heavily engaging in virtual events, or trying to keep on top of rapidly changing analytics resulting from more people being at home and online. All these scenarios created the need for new content, formats, and strategies.
As we move into 2021 in a world where most gatherings are still limited, direct-to-consumer will continue to drive B2C. Successful B2C marketers will focus on creating content experiences and building relationships in the digital world.
What makes CMWorld special? The people. Our speakers, attendees, and sponsors are smart, witty, and fun to be around. Networking is something we all are wanting right now, and CMWorld Bingo gives you a way to have those conversations that make CMWorld great.
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
Virtual conferences and events provide new opportunities for you
to showcase your product or service, meet 1:1 with your current
and potential customers, and listen to the needs of the industry. With such a large investment of time, money, and human resources, it’s no surprise that management expects great returns on each event that your company sponsors.
On behalf of the Content Marketing Institute team, we’re all here to help you. We’re ready for exciting experiences, great ROI for sponsors, and new ways for customers to advance the practice of content marketing because of partner relationships built at our events.
Welcome to Technology Content Marketing 2020: Benchmarks, Budgets, and Trends. This report is based on the findings from our 10th annual content marketing survey. Technology marketers continue to make progress with content marketing. Approximately one-third rate their organization’s overall content marketing as extremely or very successful, and 76% report they are much more or somewhat more successful compared with one year ago. What makes them successful? When we look at the top performers, we see they treat content marketing as a strategic business function, craft content thoughtfully, experiment with distribution, and measure their results. They use content marketing not only to create brand awareness and generate leads, but also to build loyalty and subscribed audiences.
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey.
Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences.
As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
- Emerging social platforms like Vero True Social and WeGather Online
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
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2. Nonprofit Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
Greetings Nonprofit Professionals,
Welcome to our first report that looks at the content marketing practices of nonprofit professionals in North America.
We are pleased to report that 92% of the nonprofit professionals we surveyed are using content marketing. Sixty-nine percent have someone
who oversees content marketing strategy and 65% are producing more content than they were one year ago. These nonprofit professionals use
an average of four social media platforms to distribute content, with 91% using Facebook.
On the flip side, only 26% of our respondents rate themselves as effective at content marketing, and only 25% have a documented content
strategy to guide their efforts.
The numbers in the charts here reflect the findings from the overall sample of 1,714 respondents (see page 22). In the accompanying callouts,
we have provided additional information on some of the key differences we noted between the most and least effective professionals* and by
organization size.**
For example:
52% of those with a documented content strategy rate themselves highly in terms of effectiveness, compared with 14% of those without a
documented strategy
86% of the most effective nonprofit marketers have someone in place who oversees content marketing strategy, compared with 46%
of their least effective peers
The lack of content marketing knowledge and training is a bigger challenge for nonprofit professionals than it is for marketers at businessto-business (B2B) and business-to-consumer (B2C) companies—sectors the Content Marketing Institute has been studying for several years
now. As knowledge grows among nonprofit professionals, we expect their confidence in content marketing to grow as well. We look forward to
reporting back to you on the trends we uncover over the years to come.
On with the content marketing revolution!
Joe Pulizzi
Founder
Content Marketing Institute
2
Frank Barry
Director, Digital Marketing
Blackbaud
*“Most Effective” = Respondents who rated their organization’s use of content marketing
as 4 or 5 in terms of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”). “Least
Effective” = Respondents who rated their organization’s use of content marketing as 1 or 2 in
terms of effectiveness (on a scale of 1 to 5, with 1 being “Not At All Effective”).
**Large organizations are defined as 1,000+ employees; midsize as 100-999 employees;
small as 10-99 employees; and microsize as 1-9 employees.
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3. USAGE
92% of nonprofit professionals use content marketing.
Percentage of Nonprofit Professionals
Using Content Marketing
8%
do not
use content
marketing
92%
use content
marketing
2014 Nonprofit Content Marketing in North America: Content Marketing Institute/Blackbaud
SponSored by
3
4. OVERALL EFFECTIVENESS
26% of nonprofit professionals believe they are
effective at content marketing.
How Nonprofit Professionals Rate
the Effectiveness of Their Organization’s
Use of Content Marketing
3%
23%
5
4
3
Very Effective
52%
18%
2
1
Not At All Effective
0
10 20 30
3%
Nonprofit professionals at large
organizations rate themselves as more
effective than their peers at smaller
organizations rate themselves.
52% of nonprofit professionals who have
a documented content strategy rate
themselves highly in terms of effectiveness;
only 14% of those without a documented
strategy rate themselves highly.
40 50 60 70 80 90 100
2014 Nonprofit Content Marketing in North America: Content Marketing Institute/Blackbaud
SponSored by
4
5. OVERALL EFFECTIVENESS
Profile of a best-in-class nonprofit content marketer.
Comparison of Most Effective Nonprofit Content Marketers
with Least Effective Nonprofit Content Marketers
Most Effective
Overall/Average
Least Effective
Has a documented content strategy
50%
25%
8%
Has someone who oversees
content marketing strategy
86%
69%
46%
13
11
9
Average number of
social media platforms used
5
4
3
Percent of marketing budget
spent on content marketing
30%
20%
12%
Challenged with producing
engaging content
37%
48%
62%
Challenged with lack of knowledge
and training
22%
45%
71%
Average number of tactics used
• “Most Effective” = Respondents who rated their organization’s use of content marketing as 4 or 5 in terms
of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”)
• “Least Effective” = Respondents who rated their organization’s use of content marketing as 1 or 2 in terms
of effectiveness (on a scale of 1 to 5, with 1 being “Not At All Effective”)
2014 Nonprofit Content Marketing in North America: Content Marketing Institute/Blackbaud
5
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6. STRATEGY
25% of nonprofit professionals have a documented
content strategy.
Percentage of Nonprofit Professionals
Who Have a Documented Content Strategy
20% 25%
Unsure
Yes
54%
26% of small nonprofit organizations have
a documented content strategy, compared
with 37% of large nonprofit organizations.
52% of nonprofit professionals who have
a documented content strategy rate
themselves highly in terms of effectiveness,
compared with 14% of those without a
documented strategy.
No
2014 Nonprofit Content Marketing in North America: Content Marketing Institute/Blackbaud
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6
7. STRATEGY
69% of nonprofit organizations have someone in place
to oversee content marketing strategy.
Percentage of Nonprofit
Organizations With
Someone Who Oversees
Content Marketing Strategy
9%
Small organizations are more likely than
large organizations to have someone who
oversees content marketing strategy
(71% vs. 62%).
86% of the most effective nonprofit
professionals have someone who oversees
content marketing strategy, compared with
46% of their least effective peers.
Unsure
22%
No
69%
Yes
2014 Nonprofit Content Marketing in North America: Content Marketing Institute/Blackbaud
7
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8. CONTENT VOLUME
65% of nonprofit professionals are producing more
content than they did one year ago.
Change in Amount of
Nonprofit Content Creation
(Over Last 12 Months)
4%
Less
25%
6%
Unsure
22%
Significantly
More
69% of the most effective nonprofit
professionals are creating more content
than they did one year ago, compared with
55% of their least effective peers.
Same Amount
43%
More
2014 Nonprofit Content Marketing in North America: Content Marketing Institute/Blackbaud
8
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9. TACTIC USAGE
Nonprofit professionals use an average of
11 content marketing tactics.
Nonprofit Content Marketing Usage
100
88% 86%
(by Tactic)
85% 84%
80
71%
68%
60
56%
51%
47%
15%
eBooks
9%
Games/Gamification
Virtual Conferences
6%
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2014 Nonprofit Content Marketing in North America: Content Marketing Institute/Blackbaud
9
14%
Podcasts
White Papers
Microsites
20% 19% 19%
Mobile Apps
Digital Magazines
22% 21%
Books
23%
Licensed/Syndicated Content
16%
Webinars/Webcasts
Branded Content Tools
27% 26%
Mobile Content
Research Reports
30% 29%
Case Studies
31%
Online Presentations
Infographics
Print Magazines
Blogs
Articles on Other Websites
Print Newsletters
Annual Reports
Videos
eNewsletters
33% 31%
Articles on Your Website
0
Social Media – Other than Blogs
20
In-person Events
40
The most effective
nonprofit professionals use
all of these tactics more
often than their least
effective peers do; however,
they use some of these
tactics a great deal more
frequently, including videos
(80% vs. 60%), articles on
other websites (59% vs.
38%), blogs (58% vs. 38%),
infographics (43% vs. 18%),
and online presentations
(43% vs. 19%).
10. TACTIC EFFECTIVENESS
Nonprofit professionals rate in-person events as the
most effective content marketing tactic.
Confidence Gap
Effectiveness Ratings of Tactics Among
Nonprofit Professionals Who Use Them
Believe It’s Effective
Believe It’s Less Effective
In-person Events
79%
21%
eNewsletters
64%
36%
61% Social Media (Other Than Blogs) 39%
59% Print Newsletters
41%
Videos
47%
53%
48%
52% Print Magazines
50%
50% Case Studies
51%
49% Webinars/Webcasts
44% Articles on Your Website
56%
43% Mobile Content
57%
100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100
2014 Nonprofit Content Marketing in North America: Content Marketing Institute/Blackbaud
10
The most effective nonprofit professionals
consider all tactics to be more effective than
their least effective peers do; however, they
rate some tactics a great deal higher in
terms of effectiveness, including articles on
their website (71% vs. 19%), eNewsletters
(85% vs. 35%), social media – other than
blogs (85% vs. 32%), and videos (74% vs. 26%).
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11. SOCIAL MEDIA USAGE
Nonprofit professionals use Facebook more than any
other social media platform.
Percentage of Nonprofit Professionals
Who Use Various Social Media Platforms
to Distribute Content
Facebook
Twitter
YouTube
LinkedIn
Google+
Pinterest
27%
24%
Flickr
22%
Instagram 17%
15% Vimeo
10% Foursquare
8% Tumblr
5% Vine
5% SlideShare
3% StumbleUpon
0
20
40
53%
60
69%
65%
91%
Regardless of company size or effectiveness,
the vast majority of nonprofit organizations
use Facebook.
80
100
2014 Nonprofit Content Marketing in North America: Content Marketing Institute/Blackbaud
11
Nonprofit professionals use an average of
four social media platforms to distribute
content.
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12. SOCIAL MEDIA EFFECTIVENESS
Nonprofit professionals are uncertain about
social media effectiveness.
Confidence Gap
Effectiveness Ratings of Social Media Platforms
Among Nonprofit Professionals Who Use Them
Believe It’s Effective
58%
43%
Believe It’s Less Effective
Facebook
Twitter
41% YouTube
Vimeo
39%
32% Instagram
25% Flickr
25% LinkedIn
24% SlideShare
23% Pinterest
20%
Google+
42%
57%
59%
61%
68%
75%
The most effective nonprofit professionals
have far more confidence in all social
media platforms than their less effective
peers do. For example, 79% of the most
effective marketers consider Facebook to be
effective, compared with 30% of the least
effective marketers.
75%
76%
77%
80%
100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100
2014 Nonprofit Content Marketing in North America: Content Marketing Institute/Blackbaud
12
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13. ORGANIZATIONAL GOALS
Fundraising is the top organizational goal for
nonprofit content marketing.
Organizational Goals for
Nonprofit Content Marketing
79%
Brand Awareness
73%
Engagement
65%
Client/Constituent Retention/Loyalty 59%
Client/Constituent Acquisition 53%
Website Traffic
51%
Volunteer Recruitment 43%
Advocacy
41%
Program Delivery 27%
Thought Leadership 19%
Lead Generation 16%
Sales 14%
Lead Management/Nurturing 11%
Fundraising
0
10 20 30
40 50 60 70 80 90 100
2014 Nonprofit Content Marketing in North America: Content Marketing Institute/Blackbaud
13
Large nonprofits cite brand awareness (79%)
and engagement (69%) as top goals over
fundraising (68%).
Small nonprofits cite volunteer recruitment
as a goal more often than large organizations
do (45% vs. 26%), while large nonprofits
place higher emphasis on lead generation
(29% vs. 16%).
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14. MEASUREMENT
Nonprofit professionals cite increased fundraising as
their top content marketing metric.
Metrics for Nonprofit
Content Marketing Success
66%
Website Traffic
53%
Social Media Sharing 49%
Increased Fundraising
Increased Number of People Served/Helped 48%
Increased Supporter Loyalty 47%
Increased Volunteering
39%
Qualitative Feedback from Supporters 38%
Subscriber Growth 31%
Benchmark Lift of Organization Awareness
29%
27%
Increased fundraising is the top metric
for both the overall sample and small
organizations (66%). Website traffic is the
top metric for large organizations (58%),
followed by increased fundraising (50%).
29%
Time Spent on Website
Increased Advocacy
Direct Sales 18%
Benchmark Lift of Product/Service Awareness 15%
0
10 20 30
40 50 60 70 80 90 100
2014 Nonprofit Content Marketing in North America: Content Marketing Institute/Blackbaud
14
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15. BUDGET
38% of nonprofit professionals plan to increase their
content marketing budget over the next 12 months.
Nonprofit Content Marketing Spending
(Over Next 12 Months)
6%
3%
Decrease
15%
Unsure
Significantly
Increase
32%
Increase
44%
Remain the
Regardless of organization size and
effectiveness, nonprofit professionals plan
to increase content marketing spending at
similar rates.
Nonprofit professionals with a documented
content strategy are more likely than those
without a documented strategy to increase
their content marketing budgets over the
next 12 months (46% vs. 36%).
Same
2014 Nonprofit Content Marketing in North America: Content Marketing Institute/Blackbaud
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15
16. BUDGET
On average, 20% of nonprofit marketing budgets
are allocated to content marketing.
Percent of Total Marketing Budget
Spent on Nonprofit Content Marketing
Large nonprofits allocate more of their
total marketing budget to content marketing
than small nonprofits do (23% vs. 20%).
0%
3%
6%
10%
14%
11%
18%
5%
100%
75%-99%
50%-74%
25%-49%
10%-24%
5%-9%
1%-4%
0%
32%
Unsure
0
10
20
The most effective nonprofit professionals
allocate a higher percentage (30%) of
their total marketing budget to content
marketing than their least effective peers
do (12%).
30
40
Average Spent: 20%
2014 Nonprofit Content Marketing in North America: Content Marketing Institute/Blackbaud
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16
17. INSOURCING VS. OUTSOURCING
49% of nonprofit professionals outsource content creation.
Insourcing vs. Outsourcing
of Nonprofit Content Creation
50%
Outsourced Only 1%
In-house Only
Both
0
10 20 30
49%
61% of large nonprofits outsource some
portion of their content creation compared
with 48% of small nonprofits.
57% of the most effective nonprofit
professionals outsource some aspect of
content creation compared with 40% of the
least effective nonprofit professionals.
40 50 60 70 80 90 100
2014 Nonprofit Content Marketing in North America: Content Marketing Institute/Blackbaud
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17
18. INSOURCING VS. OUTSOURCING
Among those who outsource, nonprofit professionals
are most likely to seek design services.
Content Marketing Functions that
Nonprofit Professionals Outsource
Design
Writing
27%
70%
Content Distribution/Syndication 26%
Content Planning & Strategy
Editing 15%
15%
Measurement/Analytics 13%
Client/Constituent Persona Creation
0
10 20 30
5%
The most effective nonprofit professionals
are less likely to outsource design, writing,
and content planning/strategy than their
least effective peers are.
Small nonprofits are more likely than large
nonprofits to outsource design (72% vs. 59%),
while large nonprofits are more likely than
small nonprofits to outsource writing
(34% vs. 25%).
40 50 60 70 80 90 100
2014 Nonprofit Content Marketing in North America: Content Marketing Institute/Blackbaud
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18
19. SEGMENTATION
Nonprofit professionals most often tailor content based
on the profile of individual decision makers.
How Nonprofit Professionals
Tailor Content
59%
Profile of Individual Decision Makers
Company/Organization Characteristics
Personalized Content Preferences
23%
Steps in the Buying Cycle 10%
Competitors’ Content 7%
15%
None
37%
24%
Industry Trends
0
10
20
30
40
80% of nonprofit professionals tailor their
content in at least one way.
50
The most effective nonprofit marketers
tailor content more often in every category
listed here, when compared with their less
effective peers.
60
2014 Nonprofit Content Marketing in North America: Content Marketing Institute/Blackbaud
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19
20. CHALLENGES
Nonprofit professionals cite lack of time and lack of
budget as top content marketing challenges.
Content Marketing Challenges that
Nonprofit Professionals Face
69%
67%
Lack of Time
Lack of Budget
Producing the Kind of Content that Engages
Lack of Knowledge and Training
45%
48%
Inability to Measure Content Effectiveness 36%
Producing Enough Content 35%
31%
Lack of Integration Across Marketing 30%
Lack of Integration Across HR 23%
Lack of Buy-in/Vision 22%
Inability to Collect Information from SMEs 17%
The most effective nonprofit professionals
are far less challenged than their least
effective peers with producing engaging
content (37% vs. 62%) and lack of knowledge/
training (22% vs. 71%).
Producing a Variety of Content
Inability to Find Trained Content Marketing Professionals
0
10 20 30
8%
40 50 60 70 80 90 100
2014 Nonprofit Content Marketing in North America: Content Marketing Institute/Blackbaud
20
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21. CHALLENGES
Large nonprofits face different content marketing
challenges than small nonprofits do.
Biggest Nonprofit Content Marketing Challenge
(by Organization Size)
Large Organizations Small Organizations
(1,000+ Employees)
(10-99 Employees)
Lack of Time
20%
25%
Lack of Budget
19%
27%
Lack of Integration
Across Marketing
14%
4%
Lack of Knowledge and Training
8%
8%
Producing the Kind of
Content that Engages
5%
11%
Producing Enough Content
5%
4%
Lack of Buy-in/Vision from
Higher-ups Inside Your Company
5%
4%
Inability to Measure
Content Effectiveness
4%
3%
2014 Nonprofit Content Marketing in North America: Content Marketing Institute/Blackbaud
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SponSored by
22. Nonprofit Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America was produced by
Content Marketing Institute and Blackbaud and sponsored by FusionSpark Media.
The survey was mailed electronically to a sample of nonprofit marketers from lists provided by Content Marketing Institute,
Blackbaud, MarketingProfs, and Brightcove. A total of 1,714 nonprofit professionals from North American organizations
responded in July and August 2013, representing a full range of industries, functional areas, and organization sizes.
Nonprofit Industry
Classification
Human
Services
28%
15%
Education
(University/College)
7%
8%
Education
(K-12)
Arts &
Culture
10%
13%
Content
Creation/Management
Large
(1,000+ Employees)
7%
Midsize
Healthcare
Nonprofit
Job Title/Function
(by Employees)
19%
Other
Religious
Organizations
Size of Nonprofit Organization
(100-999
Employees)
28%
Micro
(Fewer than
10 Employees)
23%
Small
(10-99 Employees)
42%
Website/Technology
3%
3%
Other
15%
Marketing Administration/
Support
4%
General
Management
13%
Executive
Management
17%
Fundraising/
Development
23%
Marketing/
Advertising/
Communications/
PR Management
22%
Blackbaud - Forward-looking Statements
Except for historical information, all of the statements, expectations, and assumptions contained in this news release are forward-looking statements that involve a number of risks and uncertainties. Although
Blackbaud attempts to be accurate in making these forward-looking statements, it is possible that future circumstances might differ from the assumptions on which such statements are based. In addition, other
important factors that could cause results to differ materially include the following: general economic risks; uncertainty regarding increased business and renewals from existing customers; continued success in
sales growth; management of integration of acquired companies and other risks associated with acquisitions; risks associated with successful implementation of multiple integrated software products; the ability
to attract and retain key personnel; risks related to our dividend policy and share repurchase program, including potential limitations on our ability to grow and the possibility that we might discontinue payment
of dividends; risks relating to restrictions imposed by the credit facility; risks associated with management of growth; lengthy sales and implementation cycles, particularly in larger organization; technological
changes that make our products and services less competitive; and the other risk factors set forth from time to time in the SEC filings for Blackbaud, copies of which are available free of charge at the SEC’s
website at www.sec.gov or upon request from Blackbaud’s investor relations department. All Blackbaud product names appearing herein are trademarks or registered trademarks of Blackbaud, Inc.
SponSored by
22
23. About Content Marketing Institute:
Content Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI
teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling.
CMI’s Content Marketing World, the largest content marketing-focused event, is held every September, and Content
Marketing World Sydney, every March. CMI also produces the quarterly magazine Chief Content Officer, and provides
strategic consulting and content marketing research for some of the best-known brands in the world. CMI is a 2012 and
2013 Inc. 500 company. View all original CMI research at www.contentmarketinginstitute.com/research.
About Blackbaud:
Serving the nonprofit and education sectors for 30 years, Blackbaud (NASDAQ: BLKB) combines technology and
expertise to help organizations achieve their missions. Blackbaud works with more than 29,000 nonprofit customers
in more than 60 countries that support higher education, healthcare, human services, arts and culture, faith, the
environment, independent K-12 education, animal welfare and other charitable causes. The company offers a
full spectrum of cloud-based and on-premise software solutions and related services for organizations of all sizes
including: fundraising software, online fundraising software, event fundraising software, advocacy, constituent
relationship management (CRM), analytics, financial management and vertical-specific solutions for ticketing, school
management, and more. For more information, visit www.blackbaud.com.
About FusionSpark Media:
Since 1999, FusionSpark Media, Inc. (FSM) has worked with nonprofits, government agencies, and businesses to
develop content marketing initiatives that achieve fundraising, sales, education, community engagement, and
marketing communications goals.
FSM’s team includes professionals with backgrounds in marketing communications, print and broadcast journalism,
and nonprofit management. We have deep roots and hands-on experience in developing purpose-driven
communications strategies, stories, and interactive content that inspires hearts, informs minds, and influences
outcomes. For more information, visit @FusionSpark and www.fusionspark.com.
SponSored by
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